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The Ethics of GM Labelling

The Ethics of GM Labelling. Alexandra Costello Department of Psychology, University of Plymouth, UK. Introduction. This presentation will cover:. Brief review of experiments by Costello, Hellier and Edworthy.

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The Ethics of GM Labelling

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  1. The Ethics of GM Labelling Alexandra Costello Department of Psychology, University of Plymouth, UK

  2. Introduction This presentation will cover: • Brief review of experiments by Costello, Hellier and Edworthy • Summary of typical findings and recommendations to reduce the expected negative impact of identifying GM produce • Raise an ethical issue related to GM labelling for discussion

  3. Review of Experiments The experiments by Costello, Hellier and Edworthy (2002, 2003) investigated the impact of: design characteristics….. (colour, shape, font size, signal word, personal pronoun) and linguistic variation….. (Probabilistic vs. definite wording, information source, GM descriptions) …..on hazard perception and purchase intention for ‘GM’ and ‘no GM’ labels

  4. Experimental Method Participants shown pictures of a food product with different labels on Participants asked ‘How likely would you be to buy this product?’ ‘How much hazard is indicated by the label on the product?’ Asked to respond on 8 point numeric scales

  5. What did the labels look like? This product contains genetically modified ingredients Important This product is unlikely to contain genetically modified ingredients Notice This product may contain genetically modified organisms You should be aware that this product contain no genetically modified organisms

  6. Shapes for labels Consumer Association Notice This product contains GM ingredients Department of Health Notice This product contains GM ingredients Manufacturers Notice This product contains no GM ingredients Notice This product contains no GM ingredients

  7. Summary of Results Hazard Perception Colour, content, shape, signal word, process, item, personal pronoun, information source Negative high correlation between hazard perception and purchase intention Purchase intention Colour, shape, process, item, content, wording

  8. Comparison with Controls No GM labels preferred Red and blue labels are associated with hazard regardless of informational content Purchase intention score higher for control (no label condition) than all GM labels and most no GM labels except red hexagon and diamond shaped labels Red and angular labels over-ride the increase in purchase intention afforded by no GM label

  9. Recommendations Label design characteristics and linguistic variation negatively effect purchase intention for foods labelled as GM To reduce the negative effect of GM labelling on purchase intention: Contains genetically modified ingredients

  10. So where do ethics come into it? GM labelling has been legislated for in the EU. Plus a range of voluntary GM free labelling exists. Is it ethical to create labels with wording that people don’t understand? Research need to be conducted to investigate how best to label GM produce New legislation is needed to provide consumers with the information they need in a format which is clear and they can understand

  11. References related to this topic for your perusal Adams A. S. and Edworthy J., (1995) Quantifying and Predicting the Effects of Basic Text Display Variables on the Perceived Urgency of Warning Labels: Trade-offs involving Font Size, Border Weight and Colour, Ergonomics, 38, 11, 2221-2237 Ben-Shakhar G., Gati I., Ben-Basset N., and Sniper G., (2000) Orienting Response Reinstatement and Disinhibituation: Effects of Substituting, Adding and Deleting Components of Non-significant Stimuli. Psychophysiology, 37, 102-110 Braun C. C., and Silver N. C., (1995) Interaction of Signal Word and Colour on Warning Labels: Differences in Perceived Hazard and Behavioural Compliance, Ergonomics, 38, 11, 2207-2220 Costello A. J. Hellier E. J. Edworthy J. and Coulson N., (2002) Can Food Label Design Characteristics Affect Perceptions of Genetically Modified Foods? In McCabe P. T. (Ed) Contemporary Ergonomics p442-446 Taylor and Francis , London Costello A. J., Hellier E. J. and Edworthy J., (2003) GM informational Labels: Does Shape Matter? In McCabe P. T. (Ed) Contemporary Ergonomics p507-512 Taylor and Francis , London Edworthy J., Hellier E. J., Lambell N., Grey C., Aldrich K., and Lee A., (2001) The Effectiveness of Labelling of Pesticides. Report on Contact No: 3917/R67.137. Health and Safety Executive, UK Frewer L. J., Howard C., Hedderley D., and Shepherd R., (1995), What Determines Trust in Information about Food Related Risk? Underlying Psychological Constructs, Risk Analysis, Vol 16, 4, 473-486

  12. Frewer L. J., Howard C., and Shepherd R., (1995), Genetic Engineering and Food: What Determines Consumer Acceptance? British Food Journal Frewer L. J., Howard C., and Shepherd R., (1996), The Influence of Realistic Product Exposure on Attitudes to Genetic Engineering of Food. Food, Quality and Preference, 7, 1, p61-67 Frewer L. J., Howard C., and Shepherd R., (1998) The Influence of Initial Attitudes on Responses to Communication about Genetic Engineering in Food Production, Agriculture and Human Values, 15, 15-30 Riley M. W., Cochran D. J., and Ballard J. L., (1982) An Investigation of Preferred Shapes for Warning Labels, Human Factors, 24 (6), 737-742 Runge C. F. and Jackson L. A., (2000) Labeling Trade and Genetically Modified Organisms: A Proposed Solution, Journal of World Trade, 34, 1, 111-222 ThorleyP., Hellier E., and Edworthy J., (2001) Habituation Effects in Visual Warnings. In Hanson M (Ed) Contemporary Ergonomics. Taylor and Francis, London Viscuzi W. Kip and Zeckhauser R. J., (1996) Hazard Communication: Warnings and Risk, 545 Annals Am. Acad. Pol and Soc Science, 106 p110-111 Wogalter M. S., and Laughery K. R., (1996) WARNING! Sign and Label Effectiveness, Current Directions in Psychological Science, 33-37

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